Political Advertisers Embrace RTB, Category Soars During Q3

Given the dynamic real-time nature of political campaigns heading into their final lap, it’s not surprising that the RTB marketplace for political advertising is soaring, according to just
released estimates from Rubicon Project’s third-quarter RTB Report.

The report found that RTB buys in the political advertising category soared 43.6% in the U.S. and 27.1% worldwide
during the third quarter of vs. the second quarter of this year.

One indication why political campaigns are embracing RTB may be greater online advertising cost efficiencies. Between the
second and third quarters, the average “eCPM” declined 5.1% in the U.S. and 5.4% worldwide for political advertisers.